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Through social promotions, B2C brands are generating a rich stream of data and insight into customer demographics and desires that sales data and traditional research simply cannot offer. The success (or instructive failure) of social promotions is absolutely measurable in terms of ROI relative to reach and engagement, as well as correlatively to changes in expected product sales or product usage during the promotions period.
By engaging hundreds, thousands, sometimes even tens of thousands of customers and prospects in the act of cooperative marketing via content creation, comments, votes, updates, tweets and blog posts, B2C brands are pointing a spotlight on digital consumers. When cycled, even at a modest pace, the light of social promotions can illuminate the darkness left by traditional data gathering and analysis techniques.
In this presentation, Ronald Ladouceur, Executive Vice President and Executive Creative Director for Media Logic , will discuss:
• First-hand research and experiences working with B2C brands in developing measurable social promotions
• The early results of digital entertainment retailer FYE’s rapid test-and-learn promotions platform
• How Media Logic enlisted customer and fan support to create a more relevant FYE brand for a digital age.
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